國立虎尾科技大學 |

Branded Online Communities : = Brand Loyalty and Brand Perception.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Branded Online Communities :/
Reminder of title:	Brand Loyalty and Brand Perception.
Author:	Groveunder, Mark Allen.
Description:	1 online resource (230 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 78-09(E), Section: A.
Contained By:	Dissertation Abstracts International78-09A(E).
Subject:	Marketing. -
Online resource:	click for full text (PQDT)
ISBN:	9781369697254

Branded Online Communities : = Brand Loyalty and Brand Perception.
Groveunder, Mark Allen.

Branded Online Communities :Brand Loyalty and Brand Perception. - 1 online resource (230 pages)

Source: Dissertation Abstracts International, Volume: 78-09(E), Section: A.

Thesis (D.B.A.)

Includes bibliographical references

The purpose of this qualitative case study was to explore how participation in online brand communities influences brand perception and brand loyalty from the perspective of the top contributors in an online community. This study addressed two questions: RQ1: How does participating in an online brand community affect an individual's perceptions of the brand? RQ2: How does participating in an online brand community affect an individual's loyalty to the brand? This study was theoretically grounded in the customer-to-customer (C2C) exchange theory and motivation, opportunity, and ability (MOA) model. Data for this study were obtained from three sources: semi-structured interviews with significant contributors in the community, social media postings, and online product reviews. The sampling strategy for this study was one of convenience except for the interviews where the interviewees were purposefully selected; there was a sample size of 10. A thematic analysis was conducted on the transcribed interviews to identify key themes. A content analysis was conducted on social media postings and online product reviews related to the brand to seek out themes related to brand perception and brand loyalty. The findings from the research show value in the use of online branded communities to promote a brand and foster brand loyalty. Additionally, a branded community can be another channel to provide support to customers and feedback to the company. This research advances the practical and theoretical understanding of how participation in an online branded community can influence a brand's perception and loyalty.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369697254Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Branded Online Communities : = Brand Loyalty and Brand Perception.
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500 $a Source: Dissertation Abstracts International, Volume: 78-09(E), Section: A.
500 $a Adviser: Carol Pernsteiner.
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504 $a Includes bibliographical references
520 $a The purpose of this qualitative case study was to explore how participation in online brand communities influences brand perception and brand loyalty from the perspective of the top contributors in an online community. This study addressed two questions: RQ1: How does participating in an online brand community affect an individual's perceptions of the brand? RQ2: How does participating in an online brand community affect an individual's loyalty to the brand? This study was theoretically grounded in the customer-to-customer (C2C) exchange theory and motivation, opportunity, and ability (MOA) model. Data for this study were obtained from three sources: semi-structured interviews with significant contributors in the community, social media postings, and online product reviews. The sampling strategy for this study was one of convenience except for the interviews where the interviewees were purposefully selected; there was a sample size of 10. A thematic analysis was conducted on the transcribed interviews to identify key themes. A content analysis was conducted on social media postings and online product reviews related to the brand to seek out themes related to brand perception and brand loyalty. The findings from the research show value in the use of online branded communities to promote a brand and foster brand loyalty. Additionally, a branded community can be another channel to provide support to customers and feedback to the company. This research advances the practical and theoretical understanding of how participation in an online branded community can influence a brand's perception and loyalty.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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650 4 $a Social research. $3 1179269
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710 2 $a Grand Canyon University. $b Business Administration. $3 1181080
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